Skills shortage: How to find qualified employees & how to be more attractive as an employer than other startups? – Marius Luther, HeyJobs

About this episode

The skills shortage is one of the biggest challenges facing startups today. While established companies can attract talent with high salaries and well-known brands, young companies need to find other ways to win over talented employees. Marius Luther, founder of HeyJobs, explains how startups can succeed in recruiting.

What makes HeyJobs different?

HeyJobs offers a platform to search for, find, and approach suitable candidates – both on traditional recruiting platforms and via social media. The company takes a data-driven approach that helps startups reach their target groups precisely.

How does my startup become attractive to applicants?

Attractiveness as an employer depends heavily on the target group. While experienced developers often seek financial security and established structures, younger talent is frequently interested in learning, growth, and impact. Startups need to adapt their message accordingly:

• –For Young Professionals: Emphasis on learning opportunities, rapid career development, and the chance to take on responsibility
• –For Senior-Level: Focus on exciting technical challenges, creative freedom, and equity participation
• –For Career Changers: Highlighting open company culture and training opportunities

Recruiting becomes a marketing and sales task

Modern recruiting differs little from marketing and sales. Startups must actively build and maintain their employer brand. This means:

• –Content Marketing: Regular insights into daily work life via social media
• –Storytelling: Authentic stories about the team and the company's mission
• –Community Building: Building a presence in relevant professional circles and networks

Company recognition plays a crucial role here. Candidates are more likely to apply to companies they've already heard of.

The power of company culture

A good company culture is more than just a nice-to-have – it's a decisive competitive advantage. This isn't about foosball tables and free fruit, but about lived values:

• –Transparency: Open communication about successes and challenges
• –Development: Concrete training opportunities and career paths
• –Flexibility: Remote work and flexible working hours
• –Impact: Clear connection between one's own work and company success

It's important that these values are not just communicated but also made measurable – for example, through regular employee surveys or 360-degree feedback.

Recruiting channels: Referrals as a secret weapon

Recommendations from existing employees are often the most effective recruiting channel. Your own team members know both the company culture and the technical requirements best. When designing referral programs, startups should consider:

• –Use bonuses wisely: Rewards that are too high can deteriorate the quality of referrals
• –Think long-term: Pay referral bonuses only after successful probation period
• –Maintain authenticity: Employees should only recommend people who really fit the position

Active sourcing via working students

An underestimated approach is working with student employees for active sourcing. They can help with research and initial candidate outreach, while experienced recruiters focus on qualified conversations.

The right presentation on platforms

On recruiting platforms like LinkedIn or Xing, startups should appear authentic. Instead of generic job postings, personal messages work better that specifically address the candidate and show real development opportunities.

After the application: The process decides

A poor application process can deter even the best candidates. Startups should therefore focus on quick feedback, transparent communication, and a structured process. Even when it comes to salary: honesty and transparency build trust.

The biggest learning

The most important learning in hiring is often that cultural fit is just as important as technical qualification. A technically brilliant employee who doesn't fit into the team can cause more damage than benefit. Investments in a structured interview process that tests both skills and cultural fit pay off in the long run.

For startups, successful recruiting is a combination of clear positioning, authentic communication, and systematic approach. Those who pay attention to these points can succeed even in the competitive talent market.